From creams and oils promising to take the user to seventh heaven to multi-sensory vibration devices and erotic lingerie, the sex accessory market has become more feminine over the years, even feminist.

In doing so, it has managed to broaden its market and is reaping the dividends, enjoying impressive growth.

The global market was estimated to be worth around $19 billion in 2021, with the United States leading the way ($4.4 billion), according to a study by consultancy firm PwC.

Further growth is predicted to reach $27 billion by 2026.

The repositioning of the market towards "sexual wellbeing", with more playful and refined designs and discreet packaging, has helped attract women who would otherwise be turned off by products with more "hardcore" connotations.

Although the shift began way back in the 1970s with feminists who wanted to emancipate women and their sexuality, it gathered pace at the turn of the century.

"I remember going to the big sex toys market wholesaler," said Ky Hoyle, who describes herself as "founder and head girl" of Sh! Women's Erotic Emporium in East London.

"In the beginning, it was owned by porn barons," she told AFP.

"The same porn barons realized there was a whole market and came to us to ask us what can we do to be more female friendly."

Manufacturers then began making their products more suitable for women, with pastels or more sober colors and less conspicuous packaging.

'Sex and the City'

Female sexuality gradually began getting more media attention, with hit television series such as "Sex and the City" widely credited with helping to bring "sex toys" out of the closet.

In one episode, Charlotte — the most buttoned-up of the show's four main characters — becomes obsessed with her vibrator.